CUNA Brokerage Services, Inc. completes conversion to LPL Financial’s Institution Services platform

Leading digital wealth management platform now available to advisors

MADISON, WI (May 25, 2022) — CUNA Mutual Group, a broad financial services provider, completed a strategic initiative that promises to rapidly bring digital experiences to credit unions and their members related to wealth management services through financial advisors.

Originally announced in June of 2021, the alliance between CUNA Brokerage Services, Inc. (CBSI) and LPL combines the strengths of each organization. CBSI, CUNA Mutual’s wealth management business continues to work directly with credit unions, provide data analytics and support financial professionals. Simultaneously, CBSI will leverage LPL’s integrated digital platform, streamlining the end-to-end experience for financial professionals and members. LPL will also provide support services as the broker-dealer, clearing firm and custodian.

“LPL and CBSI share a long history of supporting institutions as well as the belief that members should have access to financial advice. We are bringing together that common spirit along with our leading platforms to create an unparalleled support model serving the credit union marketplace,” said Rich Steinmeier, LPL Financial managing director and divisional president, Business Development.

“This agreement represents a significant milestone for us in our mission to serve more members with personalized guidance that can help fulfill their important life goals,” said Rob Comfort, president, CBSI. “With access to LPL’s economies of scale and innovative technology platform, combined with our advanced data capabilities and experience and leadership serving this market, we can accelerate growth for the advisors and credit unions we are committed to and continue to support. Our strategic alliance with LPL Financial creates a transformative value proposition for the credit union industry that will result in many more members receiving the critical help they need.”

About TruStage

TruStage is a financially strong insurance, investment and technology provider, built on the philosophy of people helping people. We believe a brighter financial future should be accessible to everyone, and our products and solutions help people confidently make financial decisions that work for them at every stage of life. With a culture rooted and focused on creating a more equitable society and financial system, we are deeply committed to giving back to our communities to improve the lives of those we serve. For more information, visit


Rachel Strauch-Nelson


Barclay Pollak

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